Actor’s exchange paradigms and their impact on the choice of marketing models

Working Paper N° 45

Guardado en:
Detalles Bibliográficos
Autor principal: Pels, Jaqueline
Formato: Documento de trabajo
Lenguaje:Inglés
Publicado: Universidad Torcuato Di Tella 2024
Materias:
Marketing
Comercio
Trade
Acceso en línea:https://repositorio.utdt.edu/handle/20.500.13098/12971
Aporte de:
Repositorio Digital Universidad Torcuato Di Tella de Universidad Torcuato Di Tella
id I57-R163-20.500.13098-12971
record_format dspace
spelling I57-R163-20.500.13098-129712025-06-18T18:32:25Z Actor’s exchange paradigms and their impact on the choice of marketing models Pels, Jaqueline Marketing Comercio Trade Working Paper N° 45 The on going debate on whether the traditional marketing mix model is out dated, incomplete, insufficient and/or limited was initially launched by academics belonging lo the IMP group and/or the service school of marketing. Most of these authors reach the conclusion that the 4 P's model is inadequate for the new millennium. The presented approaches set the emphasis on the world and in a way neglect the role that actors and their perceptions play in interpreting the environment. This paper recommends that the firms start looking at which arc the value propositions sought and offered by the diferent actors of the exchange process and how they evolve over time ns the context changes. And only then look al the alternative marketing models. Thus this paper will deal with actors and their exchange paradigms. and it will take a dyadic perspective. The paper recommends a shin of the center of analyses from the exchange relationships or transactions. to the exchange situations that result from the actors' exchange paradigm. and it aims at proposing a classification schemata based on the actors' exchange paradigm that serves as a road map for guiding the theorclical efforts of others. According to the actors' exchange paradigm. exchange situations can be of a transaction, relationship or hybrid nature. Only when the exchange situation is known, can the marketing manager define the appropriate marketing model to be used in each case. The paper also seeks to show that exchange paradigms and consequently exchange situations are not markets specific. On the contrary, in most industrial. consumer or service markets both paradigms may and do co-exist. Este Documento forma parte de la serie Working Papers (ISSN 0327-9588), publicada por la Universidad Torcuato Di Tella entre 1993 y 2001 Universidad Torcuato Di Tella 2024-08-20T16:40:02Z 2024-08-20T16:40:02Z 1997-09 info:eu-repo/semantics/workingPaper https://repositorio.utdt.edu/handle/20.500.13098/12971 eng Working Papers (ISSN: 0327-9588) info:eu-repo/semantics/openAccess https://creativecommons.org/licenses/by-sa/2.5/ar/ 23 p. application/pdf application/pdf
institution Universidad Torcuato Di Tella
institution_str I-57
repository_str R-163
collection Repositorio Digital Universidad Torcuato Di Tella
language Inglés
orig_language_str_mv eng
topic Marketing
Comercio
Trade
spellingShingle Marketing
Comercio
Trade
Pels, Jaqueline
Actor’s exchange paradigms and their impact on the choice of marketing models
topic_facet Marketing
Comercio
Trade
description Working Paper N° 45
format Documento de trabajo
author Pels, Jaqueline
author_facet Pels, Jaqueline
author_sort Pels, Jaqueline
title Actor’s exchange paradigms and their impact on the choice of marketing models
title_short Actor’s exchange paradigms and their impact on the choice of marketing models
title_full Actor’s exchange paradigms and their impact on the choice of marketing models
title_fullStr Actor’s exchange paradigms and their impact on the choice of marketing models
title_full_unstemmed Actor’s exchange paradigms and their impact on the choice of marketing models
title_sort actor’s exchange paradigms and their impact on the choice of marketing models
publisher Universidad Torcuato Di Tella
publishDate 2024
url https://repositorio.utdt.edu/handle/20.500.13098/12971
work_keys_str_mv AT pelsjaqueline actorsexchangeparadigmsandtheirimpactonthechoiceofmarketingmodels
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